Advertising and Integrated Marketing Communication Quiz

<p>Advertising is one of the many components of IMC.</p> Signup and view all the answers

<p>Product involvement influences the level of elaboration in ELM.</p> Signup and view all the answers

<p>Product features are tangible attributes, while product benefits are intangible.</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>Sponsorships = Affiliating with activities and causes that align with the public image a company is trying to cultivate Award Programs = Provide opportunities for public recognition of great work by employees and customers Crisis Management = Provides structure and discipline to help company leaders navigate during crises Messaging = Comes to the fore during crisis management to address the needs of all stakeholders</p> Signup and view all the answers

<p>Sponsorships = Strategically aligning a company's public image Award Programs = Identifying targets for case studies and public announcements Crisis Management = Helping an organization emerge stronger and more resilient Messaging = Building relationships during crises</p> Signup and view all the answers

<p>Earned = Tends to carry more credibility and weight Not Paid = A characteristic that provides PR activity its credibility Crisis Management = A PR toolset needed to navigate company leaders during crises Award Programs = A common PR tool targeting customer community</p> Signup and view all the answers

<p>Promotion = Job of connecting with your target audiences and communicating what you can offer them Integrated Marketing Communication (IMC) = Bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers’ perceptions and behavior Marketing Communication = Activities deliberately focused on promoting an offering among target audiences Product Pricing = Communicates something very specific about the product</p> Signup and view all the answers

<p>'Liking' a TV show, article, or a meme on Facebook = Participating in an IMC effort Making a great product available to your customers at a great price = Promotion Delivering a common message through different communication tools = Integrated Marketing Communication (IMC) Promoting an offering among target audiences = Marketing Communication</p> Signup and view all the answers

<p>Distributing products strictly through discount stores = Sends a distinct message to the market Price placed on a product = Communicates something very specific about the product Connecting with your target audiences = Promotion Delivering a common message through different communication tools = Integrated Marketing Communication (IMC)</p> Signup and view all the answers

<p>Advertising = A strategy that creates favorable impressions through paid messages Public Relations = A strategy that strives to earn a favourable image by drawing attention to newsworthy activities Informational Appeal = A marketing appeal that offers facts and information to help the target audience make a purchasing decision Emotional Appeal = A marketing appeal that targets consumers’ emotional wants and needs rather than rational logic and facts</p> Signup and view all the answers

<p>Informational Appeal = Offers facts and information to help the target audience make a purchasing decision Emotional Appeal = Targets consumers’ emotional wants and needs rather than rational logic and facts</p> Signup and view all the answers

<p>Advertising = Promotes organizations, products, services, and brands through paid messages Public Relations = Promotes organizations, products, services, and brands through newsworthy and attention-worthy activities</p> Signup and view all the answers

<p>Advertising = Creates favorable impressions through paid messages Public Relations = Maintains a favorable image and builds beneficial relationships between an organization and the public communities, groups, and people it serves Informational Appeal = Generates attention using rational arguments and evidence to convince consumers to select a product, service, or brand Emotional Appeal = Plays on conscious or subconscious desires, beliefs, fears, and insecurities to persuade consumers and influence their behavior</p> Signup and view all the answers

<p>To inform = Introducing new products or sharing information about product changes To persuade = Convincing consumers to choose a product over competitors To remind = Maintaining customer awareness for a product or brand</p> Signup and view all the answers

<p>Product-focused advertisements = Promotes an organization’s goods or services Institutional advertising = Promotes organizations, issues, places, events, and political figures Public service announcements = Focused on social-welfare issues and usually sponsored by nonprofit organizations and government agencies</p> Signup and view all the answers

<p>Sense of credibility = Creates legitimacy when an organization presents itself and its products in a public forum Repetition = Allows marketers to repeat a message at intervals, improving awareness-building results Drama and human interest = Features people and situations that are exciting or engaging Brand building = Creates rational and emotional connections with a company or offering</p> Signup and view all the answers

<p>The message = Comes from the messaging framework and conveys elements to consumers The appeal = How the message is presented to attract attention</p> Signup and view all the answers

<p>KCRW Capital Campaign = Raising funds for a new media facility Coca-Cola’s 'Taste the Feeling' = Slogan-based theme Clear Channel's 'Where Brands Meet People' = Customer engagement through brand logos McDonald’s 2015 'All-Day Breakfast' Rollout = Product life cycle</p> Signup and view all the answers

<p>Public and media relations managers = Coordinate opportunities for earned media attention Marketers = Use a marketing plan to track and execute campaigns Clear Channel = Created a slogan-based theme for an advertising campaign KCRW = Launched a campaign to raise funds for a new facility</p> Signup and view all the answers

<p>Advertising = Paid form of communication that draws attention to ideas, goods, services or the sponsor itself IMC Plan = A plan used by marketers to track and execute a set of campaigns Campaign = Revolves around a theme, a central idea, focal point, or purpose Theme = A central idea, focal point, or purpose that permeates all IMC efforts and works to unify the campaign</p> Signup and view all the answers

<p>Decline in print media = Preference for digital sources for news and entertainment Fragmented television viewership = Rise of multiple broadcast and cable networks Bypassing traditional advertising venues = New technology and media Decline in newspaper advertising revenue = Fewer people subscribing to newspapers</p> Signup and view all the answers

<p>Marketing Communication = Messages, media, and activities used by an organization to communicate with the market Integrated Marketing Communication = Coordinating marketing activity across different communication methods Promotion Mix = Combination of different marketing communication methods Marketing Campaign = Planned, coordinated series of marketing communication efforts built around a single theme</p> Signup and view all the answers

<p>To Communicate = Ensure whatever information they communicate is clear, accurate, truthful, and useful To Compete = Key to competing effectively, particularly in markets where competitors sell similar products To Convince = Present ideas, products, or services in a compelling way that leads target segments to take a desired action</p> Signup and view all the answers

<p>Marketing Communication Methods = Seven common methods are used to execute marketing activities Truthful and Accurate Communication = A matter of integrity and legality in marketing communications Enduring Brand Loyalty = Achieved through marketing communications by appealing to certain segments and differentiating the product</p> Signup and view all the answers

<p>Multiple Communication Methods = Part of IMC that makes marketing activity more efficient and effective Single Theme or Idea = The central point around which a marketing campaign is built Different Segments = Different marketing campaigns might target these simultaneously Unique Benefits = Marketers want to constantly remind customers of these through IMC</p> Signup and view all the answers

<p>Media relations = Public announcements about company news, talking to reporters, and articles about new developments at a company Thought leadership publications = Publications that assert the company’s expertise and position of leading thought, practice, or innovation in the field Event marketing = Presenting the company’s value proposition, products, and services to current and prospective customers at events Sponsorships = Affiliating the organization with events and organizations by signing on to co-sponsor something available to the community</p> Signup and view all the answers

<p>Reporters and media organizations = Groups that are important in shaping or maintaining a positive public image for your organization Tyson Foods’ “Meals That Matter” program = An example of a company using public relations and corporate social responsibility Company update briefings = PR tool used to keep individuals informed about the organization Annual report = A form of general information about an organization developed and distributed by PR</p> Signup and view all the answers

<p>Industry and professional associations = Groups that PR strategy should be built around to maintain a positive public image Bloggers and market analysts = Influential individuals in many industries and product categories that PR plays a role in identifying and building relationships with Governmental regulatory bodies = Entities with which an organization should maintain regular, periodic communications to build a foundation of familiarity and trust Customers and leaders of customer groups = Key stakeholders that need to be kept informed about an organization and its activities</p> Signup and view all the answers

<p>Industry conferences or user group meetings = Presenting the company’s value proposition, products, and services to current and prospective customers Community service day or a healthy lifestyle day = Raising awareness about causes or issues with which the organization wants to be affiliated Executive leader's visionary speech = Generating excitement about a company and the value it provides Co-sponsorship of charitable events or contests = Affiliating the organization with events and providing something to the community</p> Signup and view all the answers

<p>Market research</p> Signup and view all the answers

<p>To understand consumer needs and preferences</p> Signup and view all the answers

<p>By identifying new market opportunities</p> Signup and view all the answers

<p>Consumer insights</p> Signup and view all the answers

<p>To deliver a consistent message</p> Signup and view all the answers

<p>By enhancing customer satisfaction</p> Signup and view all the answers

<p>Consumer insights provide valuable information about consumer behavior, preferences, and needs, which can be used to develop effective marketing strategies and communication messages in integrated marketing communication.</p> Signup and view all the answers

<p>Advertising plays a crucial role in integrated marketing communication by creating awareness, generating interest, and influencing consumer behavior towards a brand or product. It helps in delivering consistent and persuasive messages across different marketing channels.</p> Signup and view all the answers

<p>The main goal of integrated marketing communication is to create a seamless and unified brand experience for consumers by integrating all marketing communication elements, such as advertising, public relations, direct marketing, and sales promotion, to deliver a consistent message and build strong brand relationships.</p> Signup and view all the answers